The Only Key You'll Need - Email Campaign

goal: 
Increase Sales
the challenge: 

Generate bookings among the adult and couples market to drive occupancy during the typically low season of January and early February. The resort is much better known as a family destination and had difficulty attracting adult couples previously. 

insight & strategy: 

Audience needed to be educated on all the available amenities, entertainment options and activities available for adults, and enticed with a special offer. We created a compelling offer and an engaging visual communication to deploy electronically to the hotel’s existing database.

the result: 
  • Two days after launch, Google Analytics reported a 25.6% increase in page views over traffic reported a week earlier
  • Booking window began in November and December, generating over $71,000 (273 nights) during those months
  • Campaign earned an additional 219 nights of stays equaling $56,000 for the January-February 2012 stay window
about the client: 

A member of Preferred Hotels & Resorts and an AAA Four-Diamond Award-winning resort, the tropical 60-acre Hawks Cay Resort is located midway down the Florida Keys at mile marker 61 on the island of Duck Key. With the completion of a $35 million renovation in 2008, the revamped resort boasts a tropical elegant décor that captures the true essence of the Florida Keys. The resort selected travel/tourism experts Diaz & Cooper as their brand agency to help increase bookings, market share and open new markets.

solutions used: 
Customer Retention/Loyalty Programs
eMail Marketing
Lead Generation/Database Marketing
$127,137
bookings revenue generated
492
room nights

Hawks Cay Resort Testimonial

Wow, is all I have to say! This is an amazing return on a minimal investment…a great way to come out of the gate as a team! Now we’ve proven how strongly we can convert if we have the right audience and the right message..lead generation just became exponentially more important.
Jennifer Dinan
Marketing Director, Hawks Cay Resort

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